I don’t mean the happy, contented monster. Because that one wouldn’t need any feeding.
I mean the concept of adding content regularly.
I enjoy writing about as much as, perhaps, any blogger. But sometimes the words just don’t come. And, in the meantime, you need to be pumping out content!
C’mon, chop chop! What the devil is wrong with you? Why aren’t you yammering, 24/7, like you’re supposed to?
Egad, it’s enough to put you off your feed. Or, at least, put you off blogging.
Case in Point
I used to write for the Examiner.
So I was supposed to post every month. And I did. I liked having an active status there, even if it was fairly marginal by the end. It’s not like I was buying groceries with my big earnings from there. And, truthfully, they did pay me one time. It thrilled me at the time. These days, I get an actual salary for my musings. Hence a pittance from the Examiner, while considerably better than a kick in the teeth, stopped cutting it.
And it was not enough for them, anyway. Instead, they would send me a reminder every two weeks.
This being constantly reminded never gave me content ideas. Going to their content idea bank never gave me ideas, either, although I knew they tried and did not fault them for that. I tend to zig when I should be zagging (or perhaps it’s the other way around). And, in the meantime, being prodded every fortnight never made me a happy blogger.
Instead, it made me feel like I was listening to a spoiled, petulant child who was dissatisfied with what I had provided, and only wanted more, more, more!
I gave you a Honda. And now you want a BMW? Cripes. Leave me alone, content monster.
I still have to feed a content monster with a shovel. But at least I have other people to feed me ideas. Thank God.
So far as I’m concerned, there are three real solutions for feeding the content monster.
Make a list, brainstorming, of everything that could possibly, ever, be associated with your topic
This list will change as time goes by, as you evolve, as the sun sinks slowly in the west, etc. etc. Refer to the list often, and record when you’ve written about a particular subtopic.
Let’s take my old weight loss column from back in the day. The list included things like carbs, aerobic exercise, running 5K races, shopping for clothes, etc. If I last wrote about clothes shopping in 2010, I could write about that activity again.
But if I last wrote about it last week, though, then forget it. So I would need to cast about for something else. Keep updating the last, even splitting out larger topics if appropriate. The subject of clothes shopping could divide by season. Or write one post just devoted to buying a swimsuit.
Strike while the iron is hot
That is, if you’re feeling inspired, don’t just write the current blog entry. If you’ve got the time, write the next five. Just go until you run out of gas. Any blogging software worth its salt provides the ability to schedule posts in advance. Take advantage of this.
Repurpose, repackage, reply, rethink
Go online. Look at others’ takes on your topic. There are few new topics under the sun. Someone has written about your topic. I can practically guarantee that. And that’s fine. Just don’t out and out plagiarize. But I don’t see any laws against referencing someone else’s blog or article on a topic and then expanding on it.
Nourish the content monster when you can, for there will be fallow times, and you must prepare for them. And, when it works for you, even silence can be golden. After all, if you’ve got absolutely nothing to say, who needs to hear that?
(someone just like you, perhaps), what sorts of judgments would you make? What seems off? What’s being suppressed, which should be promoted, and vice versa? Is the picture clear or fuzzy?
The gist of that article is, take control of your information, keep it as a uniform brand and check it every month or so. The corollary to this is one from Shama Hyder Khabani, which is, essentially, don’t spread yourself too thin. Concentrate in only a few places.
My Own Information
Absolutely agreed. When I google my own last name, 32,900 hits come up. And, fortunately, my own website is in the top 2 spots (Yay, SEO!). My Entrepreneur profile (writing I do for work) comes up as third. Fourth is Twitter. Fifth is my LinkedIn profile. Further down the first page yields my two Facebook profiles, then my Amazon author page. And then something from a site called MuckRack (huh?). Finally, there’s my author profile at Businessing Magazine.
Putting my last name into quotation marks yields only 8,420 hits. All of the same usual suspects come up on Page One of the results. And nothing is too weird or scandalous. Even MuckRack, which essentially just scrapes for your name, doesn’t have anything bad. Hey, Yahoo! Finance published me!
How Accurate is the Information?
To my mind, checking and rechecking every single month might just be a bit excessive. Is there a need to keep your profile accurate? Sure. Flattering, or at least not damaging? Yes, particularly if you are looking for work. But to keep it sterile and perfect, as you scramble to make it perfect every moment of every day? Eh, probably not so much.
I would like to think (am I naïve? Perhaps I am) that potential clients and employers will see the occasional typo and will, for the most part, let it slide unless the person is in copyediting. I am not saying that resumes, for example, should not be as get-out perfect as possible. What I am saying, though, is that this kind of obsessive and constant vigilance seems a bit, I dunno, much.
Will the world end if I accidentally type there instead of their on this blog? And, does it matter oh so much if I don’t catch the accident immediately? Even when you consider that I’m a writer. After all, I should know better, yes?
I mean, with all of this brushing behind ourselves to cover up and/or perfect our tracks, and all of the things we are leaving behind, where’s the time and energy to make fresh, new content and look in front of ourselves?
Clean Up Your Presence
To me, there is little joy in reading a blog post or website that looks like it was put together by someone who’s barely literate. But there is also little joy in reading sterile, obsessively perfect websites and blog posts. A little imperfection, I feel, is a bit of letting the ole personality creep in there. Genuineness – isn’t that what the whole Social Media experience is supposed to be about, anyway?
I refuse to believe – I hope and I pray – that a bit of individuality isn’t costing me potential jobs or the company potential clients. And if it is, then that saddens me, to feel that, perhaps, there is a lot of lip service being paid to the genuineness of Social Media but, when the chips are down, it’s just the same ole, same ole.
Genuineness is great. One you can fake that, you’ve got it made? Gawd, please, say it ain’t so.
It says so much more about Social Media than most can say, and it does it in a breezy, easy to understand style.
The main idea behind this rather detailed video consists of a retelling of the Nativity Story. The video does so through the medium of social media, with everything from Facebook statuses to Foursquare checkins, to tweets, and more. Even electronic mail gets into the act. The Virgin Mary apparently uses Gmail.
And then there is even more, with a look at Nazareth from Google Earth. Of course there is a check for directions from Nazareth to Bethlehem. A check for hotel space reveals only a stable available (but of course). Joseph buys a cow (from Farmville, I would guess).
The Magi discuss their offerings (over Gmail – man, Google has its hands in everything!). And they pick up their gold, frankincense and myrrh at, you guessed it, Amazon. Twitter gets into the act as the Magi, naturally, follow the star there (very clever play on words there).
Eventually, the visit to the baby by the Magi gets placed onto video and uploaded to – could there be any other place more perfect? – YouTube. The video shows, I suspect, a play.
Credit Where Credit Is Due
This beautifully made and cleverly written and produced video comes to us from ExcentricGrey, which is evidently a Portuguese advertising firm. They report that this viral video has over 20 million views. Viewers are concentrated more in the United States and Western Europe than elsewhere, a function (probably) at least in part due to the video being made available in both English and Portuguese. Oddly enough, Portugal did not seem to have a very big concentration of viewers. Neither did Portuguese-speaking Brazil, Mozambique or Angola.
Hesitation Generation. So as I travel around the ‘net, I also take note of what is happening in my own backyard. What I have seen is an odd and somewhat disturbing trend.
I am the Project Manager for Able2know and in some ways it’s got its finger on the pulse. But, a caveat, the pulse is rather limited. This is a mere fraction of the web and therefore, by extension, an even tinier fraction of the world. Yet this is the world I know, and so I will report on it.
A2K is a generalized Q & A website where people can post all manner of questions. The availability and quality of the answers varies greatly. Keep in mind: no one is paid to answer questions on Able2know.
Hence inquiries about voltage are generally answered with an admonition to hire a licensed electrician. Requests for medical advice are answered vaguely, and nearly always involve telling the poster to follow up with their personal physician. Inquiries about the law receive a nearly identical treatment, save for the advice to contact an attorney.
You don’t need a degree in psychology to be able to dispense advice. Anyone who appears to be clinically depressed is told to seek treatment. Anyone who appears to be abused is advised to leave, and to contact their local authorities.
But it’s the people in the middle who I’m talking about.
What does it mean when someone stares at you? What is a good idea for a first date? How do I ask someone out? How do I get someone to ask me out? And the saddest – how do I get over a heartache?
And it’s amazing to me (and it really should not be anymore) how many people are paralyzed at the thought of actually speaking to the object of their desire. They wait and think they are seeing signals, and then they ask what those supposed signals mean. It’s like reviewing the Zapruder film, frame by agonizing frame.
My advice is usually – ask.
How do you feel about me?
Do you want to go out for coffee?
Are you seeing anyone right now?
What would you like to do together?
So many of them thank me and promise they will ask (I have heard back from some, and they tend to report either success or relief that they finally know).
But why the heck couldn’t these people have figured that out from the get-go?!?!?!
Back to Ike
It can be a little bit like the 1950s, where girls preen and sit by the telephone, waiting for Prince Charming to deign to call – and heaven forfend he should take more than 20 minutes to get on the stick and call! And guys hem and haw about the most letter-perfect thing to say, when the reality is that the perfect thing to say is something, as that beats the pants off saying and doing absolutely nothing. The same is true in non-cis relationships, of course.
I’m not so sure who that dynamic favors, except for the phone companies. Because minute numbers go sky high, and Facebook’s advertisers benefit as people check each other’s statuses and relationship statuses obsessively. And then they get to serve yet more ads.
It seems as if everyone wants to fast-forward through the movie, and cut the suspense. Instead, all they seem to want is the sunset and the fateful kiss. Dorothy clicks her heels together before she ever leaves Kansas. And nobody seems to miss the Munchkins and the Wicked Witch and the Tin Man and the rest of the middle part. All that matters is the destination, and never the journey.
Something is missing here, and what’s missing is the taking of chances. I get that these are generally rather young people. The vast, vast majority of them are between the ages of 13 and 28. That 15-year span is the worst – it’s a combination of raging hormones and self-absorption. But nowadays that’s spiked with a seemingly inbred inability to take a chance. Plus it’s all fueled by the artificial immediacy of far too much social media.
Instead of risk-taking, everyone seems to want the risks scrubbed out of their lives. They want the endgame handed to them on a silver platter yet refuse to do even a smidgen of the legwork required in order to get there.
A second caveat – this is, to be sure, a small group of people. Furthermore, they are self-selecting. Very confident folk are far less likely to request advice in any endeavor. Plus there is the age issue, as I have already mentioned.
People in their forties ask relationship questions, too, but those tend to be different. They are less about an initiation of connections and more about either reentering the dating pool or the dynamic of being a parent (or dating one) while in the game.
Upshot, Kinda, for the Hesitation Generation
So, where does that leave the Hesitation Generation and the rest of us?
An inability to take risks does not bode well. It clouds decisions on everything from trying a new brand of fabric softener to consenting to an experimental drug trial. It colors employment and investment choices, and keeps people out of new business ventures and away from new books, films and music.
The upside, naturally, is that it may be preventing sexually risky behaviors. That’s a good thing, of course.
However, risks are often good, and a life without them is rather dull indeed. It can be mindless consumerism as people give themselves the same personal rewards over and over again.
The trick, as in all things, is to find a balance.
And now, a bonus.
How Can You Mend a Broken Heart?
One last thing – here, for free, for Hesitation Generation, is my standard heartache cure. Your mileage, of course, will vary.
Expect to feel lousy for a while, and understand that that is a natural reaction. Congratulate yourself – you were affected enough to really feel something.
Relationships often keep us from doing other things, such as seeing other friends. So spend some time with your friends.
Explore things to do on your own. Some are inward, such as making art or even baking cookies. Others are more outward, like taking a class.
More You Can Do
Fill up your time. Being busy gives you few opportunities to wallow in misery. Your boss is likely not without sympathy, but you still need to write the reports, etc. or do whatever it is that you do. Treat your leisure time a little bit more like a job, in the sense that you should make some commitments and stick by them. If your leisure time is to paddle a canoe, then paddle the damned canoe. Don’t back out of that.
Do something physical. Exercise can not only fill up your time, it can also help with depression.
Do something for someone less fortunate than you. Read to a blind person. Serve at a soup kitchen. Visit people in a nursing home. Volunteer at a group home. These actions don’t just help the community, they can also help you gain some sorely needed perspective.
Don’t jump into a new relationship right away. Being single does not have to automatically mean being lonely. This is a time to cultivate your inner resources.
If you think you need it – and in particular, if you are experiencing suicidal ideation – please seek out the care of a professional. There is no shame whatsoever in getting the help that you need. If you need medical help to mend a broken heart, it should be no different from seeking medical help to mend a broken arm.
Facebook, as anyone not living on a desert island knows, is a juggernaut of massive proportions. It is the 800 pound gorilla of the Internet. And it is rapidly changing our interpersonal interactions, both on and offline. So one of those areas is in the area of Internet forums.
Facebook and a forums site like Able2know
Facebook hits all forum sites and not just A2K. For years, I have been seeing drop off on a lot of different sites. It doesn’t seem to matter whether they are large, generalized places like Able2know, or small niche sites devoted to something like Star Trek. In addition, I hear about this same kind of drop off from other community managers, even for things like maternity/new mother sites.
Everybody get in the pool
So there are two generalized kinds of interactions (there are more, of course, but hear me out, okay?). One concerns the shallow end of things. You trade information about weather and generalized health inquiries. It’s political sound bites and the zippy pop song.
The other side of things is deeper. Because here is the in-depth political discussion where you really get to the heart of the issues. It’s the detailed information on a health condition or even how to make a soufflé or plant an herb garden. It is the symphony. And online, just like offline, it is a far rarer bird, for you need time to develop that kind of trust. Furthermore, truly, you have to devote some time in order to have such a conversation in the first place.
Swimming with Facebook
Facebook fulfills the shallow end of online interactions extremely well. It is very, very easy to catch up on a superficial level with High School classmates or the like. The Star Wars groups, for example, ask basic questions like “Who was the best villain?” George Takei has mastered these kinds of interactions (although, in all fairness, he also writes occasional longer notes). Because these constitute the quick hits that people can like and share, all in the space of less than a quarter of a minute. It works very well for mass quantities of information.
Facebook versus Forums – where Facebook Wins
Topics about one’s favorite song go better on Facebook than on forums as they are a quick hit and posting Youtube is simple. It’s colorful and, just as importantly, it’s pretty easy to pick and choose when it comes to interactions there, despite changes in privacy settings. Other basic interactions (remember a/s/l?) are seamless or don’t need to happen at all. Partly this happens due to Facebook’s real names policy. Also, more people tend to use their real photograph and their real (generalized) location and age than not.
Facebook versus Forums – where Forums Win
What Facebook doesn’t do so well is the deeper end of interactions (the extensive political discussions, etc., and/or it does not do them well for a larger group of people or over a significant period of time or for a longer or wider discussion. All of the deep discussions go unsaid. Topics about elections outside the United States (particularly if Americans participate in said topics) are handled poorly, if at all. When it comes to the deeper end of the interactions pool, Facebook is just not a good place for that at all. Another consideration: a lot of people still find that Facebook moves too quickly for them.
Swimming with Forums
For the deep end, you need forums. You need to get to the heart of the matter. And that takes time, a luxury that Facebook often does not afford, as it scrolls by in a blur. Instead of mass quantities, forums can fulfill a very different niche by instead concentrating on quality interactions.
Forums offer, even for people who use their real names and are fairly transparent about their interactions, a chance to use a persona. Because Facebook far too closely parallels to our real lives. There’s just so much posturing you can do about being a famous rock star when your High School cronies are also there, and they remember holding your head when you had your first beer.
The Endless Online Christmas Brag Letter
And Facebook, while it can be a refuge for people to truly show they care for each other (in particular, in the groups, or using notes), is more often a place where people instead get a chance to preen and show off. Like something? Then hit like! Don’t like it? Then either scroll past it or click to hide it, or even report it as spam or as being threatening. And apart from the latter, the person posting the image, anecdote, status, etc. is none the wiser when it comes to your reaction.
But with the forums, even if you do not use your real name, your opinions are still out there, for all to see, whether it’s about global warming or the Designated Hitter rule.
There is room for both types of interactions. Facebook versus forums doesn’t have to pick a winner. The Internet is a mighty big tent.
Do you like collaboration? C’mon, all the cool kids are doin’ it.
Well … maybe.
We Mean Well
We all start off life (or, at least, us American type folk – your mileage may vary) learning to collaborate. First of all, we learn how to share. And we are broken into little groups. Furthermore, we pass our science classes because of, in part, how well we work with lab partners. In addition, we might try out for a class play or community theater, and become a part of an acting troupe. Or we play on sports teams or join a fraternity or a sorority. We join churches and volunteer groups.
So why is it so difficult for so many people to collaborate at work?
To be sure, I think a lot of us try. We dutifully send out some sort of an enormous email to the people on our team. And we attend meetings, and we might even take notes at them. In addition, we put our two cents into various documents. We may even attend various team-building exercises and emerge from them confident that our collaborative hurdles have been overcome and from now on, it’s cooperation all the way.
However, lots of us, aside from what is almost forced togetherness at work, end up as Lone Rangers. And we don’t even have faithful sidekicks.
I think that some of it may have to do with work itself. The process of education is competitive. And the process of interviewing is competitive. The process of advancing a career is also competitive. No wonder it’s tough to get together and set all that aside.
I think that email fosters the siloed feeling of being alone out there, just you against the onslaught of various missives. When was the last time any of us truly enjoyed the process of grabbing emails, opening them and answering them?
I mean at work, people.
Email feels like nagging. And it feels incessant. It is a baby bird. And while I love little baby critters as much as the next person, I have to say, these little guys can get annoying awfully quickly.
So … what to do? How to deal with the baby birds or, maybe, deal with fewer of them?
Collaborative Software, Forums, Wikis and Spreading the Wealth
Email is so last week!
The thing of it is, email is a perfectly fantastic medium for a lot of things. And Word, for example, is a perfectly fantastic word processing program. But just like Word is not the best tool for making spreadsheets, email is often not the best tool for collaboration.
Instead, you need to work with software that truly fosters communication and collaboration. You need to draw upon the wisdom of crowds.
Oh my God, you want me to do what?
I want you to talk to a bunch of people. In a forum.
But they’ll be mean to me. They won’t answer my question. They’ll steer me in the wrong direction.
Not necessarily. Consider (insert shameless plug here) Able2Know. Yes, it’s true. There are people who will be less than wonderful to you. There are people who will misdirect you. And there are people who will be friendly but, essentially, cannot answer your question, and so their presence on your question thread is a waste of your time.
There are also people who will take time out of their day to Google for you. In addition, there some people have actual knowledge, and will help you out with things like Latin translations, geology inquiries and philosophical arguments. And there are others, because it is a large and (mostly) friendly forum, who don’t know the answer but will steer you to the people who do.
Wikis, Databases and One-Stop Shopping
There are plenty of other places online with common, pooled information. Memory Alpha, for example, is a large wiki about canon Star Trek in its various forms. SparkPeople, while it has dedicated health, fitness and nutrition experts, also has a huge section filled with the weight loss and maintenance wisdom of people like you and me. And IMDB (The Internet Movie Database) is the product of all sorts of people working together, including actors and actresses, agents and fans, to get the most comprehensive information on film and television, all together into one neat, easy-to-use package.
What do these three rather diverse sites have in common? They all have people who have a passion for the subject matter, who are willing to do a few things –
Research and make sure that their information is as accurate as possible
Spend time getting the information onto the site and
Work with IT in order to assure that the site remains fast and easy to use.
Oh and, except for IMDB Pro, they all have another thing in common.
Amazingly, they are all free to use.
Collaboration: Bringing it All Back Home
So what’s in it for you, to use a forum or a wiki at your place of business?
Get out of the email rut and make it easier to actually find what you’re working on. 1,000 emails in your inbox are not possible for you to read, digest and work on. You may as well delete them. Because you are not reading them.
Make it easier for everyone to see, at a glance and at the same time, what you’re working on. The mass email to fifteen people will inevitably begin to splinter, as someone changes a status from the To: field to the CC: field, or leaves someone off the distribution list entirely, or hits Reply instead of Reply All. Using a forum or a wiki eliminates that as a possibility and fosters collaboration better.
Urgency can more granularly be communicated. I use Yahoo mail at home, and I like it, but there are only a few possible modes. Read/unread, star/no star. Well, what about urgently starred? As in, it’s not only important, but I need to do it yesterday. Alas, the only way I can get this across in my own mailbox is to use an “Urgent” folder. But that doesn’t tell anyone else, at a glance, that a particular item is red-hot. Life is not binary, not really. Why should your communications be that way?
More Benefits of Collaboration
Oh, and one more thing. Collaborating on one thing can often lead to collaboration on other things. The people on Able2Know who get together to help solve problems that someone might have in introducing a new puppy to a household also do things together like play Fantasy Baseball. They rally around when someone is ill, congratulate users when they marry or become parents or grandparents and even meet on occasion. In short, they reach through the pixels and become friends.
And what is this grand and glorious message? It is this: Markets are Conversations.
Um, okay. That’s it?
Yeah, that’s it. Oh and by the way, markets are conversations.
You just told me that.
More of it
Yeah, well, they are. Did I mention that markets are conversations? Oh and by the way, marketers and PR people are mean and nasty and awful. And they and other typical business people are a vaguely (and not so vaguely) sinister stereotype. Whereas all of the people (somehow, there are no details of who these typical business people and PR personnel are) are righteous, pure, just and true. They are individuals and deserve to receive our communication, and our undivided listening attention, like all individuals.
Like, uh, I’m unique, just like everyone else?
No, no, no! You’re a unique and wonderful and special personal with marvelous gifts and enormous accuracy in understanding good and positive and possible markets. And you do it all while making fun of typical business people who obviously not only do not have a clue but are also, let’s face it, heartless, cold, inaccurate, not listening, not worthy of the time of day or a significant study. And otherwise they should be ignored and forgotten, left to die on the vine.
But me, I’m a marketing type. The kind you said was evil.
So you are. Well, you’re evil, then.
Cut it out already!
You don’t even realize that I get it, this thing you are talking about, this point you keep dancing around as you keep beating the same old tired drum. Markets are conversations! Okay, great. I get that. And I have read it before although, in fairness, it was likely copying you. But after that – and after repeating this mantra at least a good 16 or so times in your book – what else have you got to say, other than that the creature known as Business as Usual needs to die? Fine, I get that, too. I’ve worked in traditional corporations, and I know that the work there can feel soul-killing. But at the same time, there are people who thrive in such environments, people who seem pleasant, intelligent, respected and even, at times, hip.
Out of touch?
But, but, but, those people are supposed to be like Richard Nixon in wingtips on the beach, so cluelessly out of tune with everything that they cannot possibly be reeled in.
Reeled in, to the Cluetrain way of thinking?
And at some point, and of course I am exaggerating, but the bottom line is, the book decries business as usual and stereotypical thinking, yet it turns right around and stereotypes the very people who it claims need to change the most. That is, of course, a lovely and time-honored way to get people to listen to you and change their methodologies to your way of thinking: make fun of them and make them feel small.
Where is it going?
So somewhere along the line, Cluetrain feels like it lost its way, like it cannot figure out how to be brief. Like it cannot comprehend that talking down to people – while it criticizes business as usual for talking down to people – is more than a little ironic, and that they are not on the happy end of that irony. Like it has almost become the very thing it says not to be: a business method and rule and playbook.
There are interesting observations in here, to be sure. But overlong tales of this, that and the other diverting digression bog those observations down. The Internet is full of people who are spouting and selling hokum! Yes, well The Refreshments said that before, and better: the world is full of stupid people. This is not, sadly, news. Oh and big business is not nimble and providing individual attention is lovely and wonderful, but hard to do if you’re very large and/or if the number of individuals you’re addressing is huge. This isn’t front-page material, either.
There is one nugget of interest: when you’re dealing with said enormous number of individuals, you generally don’t need to address them all as individuals – you just need to work with a few and the others will see that you care about individuals. And you’re pretty much set there. This makes sense in a Groundswell (a far better book, in my opinion) sort of a way, in that there are more people online who are reading and lurking versus writing or critiquing, so a message to one can be like a message to a thousand.
All of that panning for gold, and only one nugget? Perhaps I am cynical, and I’ve clearly read far too many Internet marketing books lately for my own good. But The Cluetrain Manifesto just left me cold. Although it did, happily, remind me of this video:
As I skip through my online life, I am reminded that so many of us see the world as being divided into online and offlinepersonae.
There are many folks who separate the two, and may even do so successfully. Online friends are online. Offline friends are off, although emails are exchanged, and there may be a Facebook friendship there or an exchange of tweets. But that’s it, right?
But then there’s the moment when a Facebook friend introduces you to another, and it’s for some purpose or another, such as playing Scrabble. Or a LinkedIn connection who you’ve never actually seen – just some networking friend of a friend – suggests coffee.
And suddenly the worlds begin to collide.
Who’s online? Who’s off? Does it matter? Should they be separate? Were they ever?
A Confrontation in a Dark Alley
And what about trolls? What are the differences between their online and offline personae? The person who is nasty to you online, do they really behave that way face to face? I’ve got my doubts, but hey, you never know. Maybe they really do have a misshapen nose, from all of the times its been broken by someone they’ve insulted.
A Hug in Person
But most of the time, there is little difference between the online and the offline world. At least, that’s been my observation, when I have met people and have had occasion to hug them in person. Sure, online we have some time to reflect on what we’re going to say. And we can ignore and unfriend and step away from the keyboard. Real life, offline, doesn’t really work that way. But a lot really is similar, and I can attest that it’s a blast to meet people who you’ve never seen before. I have honestly never had a bad experience.
Normal precautions, of course, should be taken. Don’t meet in some unknown, private place. Don’t leave without someone knowing where you’re going. Get information as you can before departing. Don’t be stupid.
But go out and meet ’em. Meetings, gatherings, conventions, whatever you want to call them, they bring online people even closer. It’s a lot harder to flame someone if you know them.
Oh, and I can practically guarantee – once you’ve heard someone speak, you’ll hear their posts in their voice from then on.
Like most books on Social Media, it’s a bit behind the times, but that is to be expected, as the time from concept to print is often longer than the shelf life of many Social Media initiatives and news items.
Now, I would like to be fair.
Since I have read a number of Social Media books, I already know a lot of this. The main thrust of this book is to get to corporate executive types. That is, this is for people who have no time, and little desire to actually learn much about Social Media, but they still want to be up on things. Okay, so far, so good. However, I think that the medium of a book is, perhaps, misplaced. After all, if busy execs are too caught up in other things to really get into Social Media, then how are they gonna find the time to read a book? And this is a short one — it’s only about 150 or so pages, but still!
Seriously, when I was doing rate analyses at a larger insurer, I was told to make them so short that any executive reading them wouldn’t even have to use their vertical scroll wheel (you’d be surprised what you can do with small print and graphics). And that was back in 1999. In the over ten years since then, every executive has only gotten busier.
Be that as it may, it’s a fairly breezy read. Like I said, I know a lot of this stuff already, so to me it’s mainly skimmable, but it could be of use to a person with limited familiarity with them new fangled things like Facebook. I mean, it explains that Twitter is a microblogging service, etc. Certainly this is true, but I do hope that the intended audience for this book has read a few articles in the NY Times, The Wall Street Journal, The ABA Journal, Fox News, The Washington Post, The Huffington Post, CNN.com or the like and so has probably already learned that nugget of information from one if not all of them.
For me, the most vital bit of information came at the end of the book (why is that always the case? For a book intended to be a cut to the chase for executives, putting this at the end is rather self-defeating). Essentially, it came in the form of an overall strategy, referred to as a New Media Plan, but really, this is decent advice for any sort of a corporate undertaking:
Set goals with timelines – well, yes. It makes sense to not just go blindly into things, plus budgets and patience are not infinite. However, I would say, there often needs to be more patience with this type of marketing than one might think. Yes, it’s fast and easy to get things out there — but it’s often not so fast and easy to reap what you have sown.
Develop a measurement plan – how else would you know whether anything was working? Ploof is careful to note that this might not just be raw numbers, and the items you’re measuring need to be germane. As in, if post a funny LOLcats Youtube on your site, you might get lots of hits but, unless you’re selling LOLcats tee shirts or the like, is anyone going to stick around and actually purchase your product? Plus, what if your market is B2C and only consists of five companies? Having three readers, and have them as major influencers in three of those companies is a home run, a rousing success, a touchdown, a hole in one, you get the idea and I’m tired of the sports metaphors. Having a million readers and none of them from the five all-important companies is one of those things that looks lovely on paper but means diddly.
Create a Content Creation Engine – this is vital and it really needs more play, not just here, but anywhere. Creating a blog (like mine, even) means a commitment to the readership. It means, you intend to be there for the long haul. And so that means finding ways to get good content, make it, polish it, etc. For someone like me, I look for books like this, and news articles and other things that I think my readers might like and that fit in with my vision of Social Media marketing. For a large corporation like Coca-Cola, content could be generated in lots of ways – say, recipes, or commercial archives or news stories just to name three off the top of my head.
Align with traditional marketing programs – absolutely. There should be a symbiotic relationship between the two.
Participate within the community – this means, figure out (use Google Analytics for this) which keywords your customers and readers are using to get to you. Also, use those same keywords to go out into the ‘net and see what else it is they are seeing. Which blogs and communities are they getting to? Or which Flickr photo streams? Which Youtube videos are up? Add comments, like on Facebook, etc. And do damage control if you have to — as this is a way to find the bad with the good, too.
Learn how to help community leaders – which bloggers really get your company? Maybe you’re a role-playing game site and there are fan fiction writers – so, who’s really good? Who are your fans? The ‘net has a lot of positives with the negatives. It’s not all about putting out fires. It’s also about promoting the good stuff.
Build your own online community – this can be through forums, it can be a Facebook page, it can be getting Twitter followers, etc. and,
Analyze and Adjust – but of course! If you’re about to hit an iceberg, you might wanna change course.
All in all, it was a decent read,. However, the strategy piece at the end, for me, mattered the most. Otherwise, I would suggest reading Avinash Kaushik or Shama Hyder Kabani.